Studying women’s Fashion Magazines in Latin America requires delving into ephemeral materials often housed in incomplete archives. Finding these materials can be a challenge, requiring researchers to explore unconventional sources like flea markets and personal collections.
The discovery of two leather-bound volumes of the Argentine fashion magazine “Para Ti” in a Mexico City flea market sparked a journey into the magazine’s history and its significance in shaping fashion and femininity in Argentina. These preserved volumes raised questions about their origins, the intentions behind their preservation, and the potential insights they held about the magazine’s impact on its readers.
Traditional research approaches to Latin American women’s fashion magazines often focus on content analysis, influential figures, or ideological critiques. However, examining “Para Ti” through a lens that appreciates its duality—as both an aesthetic object and a guide to domestic life—offers a richer understanding of its cultural significance.
While acknowledging the conservative gender roles often depicted in such publications, it’s crucial to recognize the multifaceted nature of fashion magazines and their impact on women’s lives. They provided advice, recipes, fashion trends, and a sense of community for their readers. This complexity makes these magazines both fascinating and challenging to study.
A chance encounter with Cota Mantilla, the former editor-in-chief of “Para Ti,” provided invaluable insights into the magazine’s production process, editorial decisions, and its role in the Argentine fashion landscape. Mantilla’s firsthand accounts shed light on the magazine’s collaboration with French “Elle,” the challenges of coordinating fashion seasons across hemispheres, and the intricate process of creating each issue.
The magazine’s content was divided between a journalistic team, primarily men responsible for interviews and articles, and a service team focused on fashion, beauty, cooking, and home décor. This division reflected the magazine’s dual purpose: to inform and entertain while also providing practical guidance for women’s daily lives. Mantilla’s leadership fostered a vibrant work environment for young women, contributing to the evolution of women’s journalism in Argentina.
“Para Ti” not only reflected but also actively shaped the evolving understanding of femininity in Argentina. The magazine adapted to changing trends, incorporating new fashion styles and addressing emerging social issues, demonstrating its dynamic relationship with its readership. This evolution highlights the power of fashion magazines to create intimate publics and foster connections among women.
Through conversations with Mantilla and an examination of the preserved volumes, a deeper understanding of “Para Ti” emerges—not as a static artifact but as a dynamic force in shaping fashion, femininity, and women’s lives in Argentina. The magazine’s enduring legacy lies in its ability to create a community of shared interests and experiences, connecting women across generations through a common thread of fashion and beauty.
